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Oct 31 2014

Google Analytics Tips for UX Research

October 31, 2014 in Search Engine Optimization UX & UI Design | No Comments

Google Analytics Tips for UX Research

Google Analytics is an unbelievably powerful tool for customizing the user experience of a particular site. Following are some of the best tips for bringing out its full potential:

1) Have a goal always

Google Analytics has constantly evolved since the time it was released. It now offers certain mind-boggling information about the visitors of your site. It is basically a double edged sword, as one of the most common mistakes that one sees an analyst committing is getting strayed in a data labyrinth without having a clear cut goal or direction.

It is quite possible that one might find some interesting tidbits by simply poking around through multiple filters and views. However, you actually need to set some concrete goals before scrolling up. Maximum of people find it best to work with stakeholders in advance of study and making the list of all questions one wants to get answered.

2) Turning all insights into actionable ones

If you want an audit to be productive enough, then you must impart actions along with data. The information collected from you in Google Analytics is not going to be useful if it does not drive you to do something in turn.  Generally an action comes out spontaneously if solid goals are set right at the beginning of the study. However, it continues to be important that the collected is not only limited to the usage of a specific website.

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In certain cases, the improvements are clear, such as making copies tweaks, endorsing them more prominently over the homepage and rethinking the structure of the site. All these actions tend to ensure that one is doing something productive with the data collected.

3) Setting up the priorities for your actions

When presenting the findings of the study to the stakeholders, you must make sure that the resulting actions are listed as per their priorities. Mainly, the priorities are affected by two factors that include:

  • Impact: it is going to either enhance the content marginally or fix up a huge usability issue that is costing you a fortune.
  • Effort: effort is a petty tweak content that can be made in the CMS or the introduction of the, who new website features.

If one is about to plot these actions in a hypothetical graph, then one shall see the low hanging fruit in one corner.

4) Comparing historical trend

Google analytics impart you with the exact ability to regulate the date range of the sample in an easier manner. This is quite useful in benchmarking the data gathered from you. Thus, you must take certain advantage of it whenever possible.

At times stats can get fluctuated with time that might have something to do with outside events. For instance; the behavior or the traffic of a particular music website can change during the school days, thereby giving a quite different view of the information regarding content interests and demographics. A good strategy to keep track of this is by using annotations. Analytics have the capability to add annotations, so that one can get to know from where the data is being affected.

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